Today, Bing rolled out a new logo, design and color palette. This new look aligns with other Microsoft products like Office, Windows and xBox. The new visual identity also signifies the start of a major evolution for Bing; Bing is “stepping out of the search box” by integrating further into Windows 8, Windows Phone, Xbox, Maps, Word and Excel. For instance:
And, as people experience Bing in more places, Microsoft is optimizing Bing for speed on smartphones and tablets. Search Marketers Must Also “Step Outside the Search Box” Bing’s evolution is the latest reminder that search marketers must also step outside the search box. Your participants now discover your products and services well beyond the traditional search page. Thus, paid and organic search optimization strategies must extend to places like xBox, Siri, Internet-connected TVs, GPS units, operating systems, apps, etc.. Search marketers must foster discovery and engagement by being visible everywhere (and on every screen) their participants might find them. This also requires deep participant understanding to create experiences and ads that are relevant to searchers per touchpoint (game console, search page, GPS) and screen (TV, PC, smartphone). Bing’s extension beyond the traditional search results page will also spur new, innovative paid search ad units. Expect new opportunities to engage participants as this evolution unfolds. New Features Sidebar & Snapshot Combo In the new design, Bing is now combining Sidebar and Snapshot. Snapshot is the feature on the right side of Bing that displays all the factual info that Bing knows about a query, including info from Wikipedia, Yelp, Citysearch, etc.. Sidebar is the feature that shows what the searcher’s friends are saying on Facebook about the particular query; it also shows related results from influencers on sites like Twitter. The new Bing streamlines Sidebar and Snapshot by combining the “factual” and “human” info and presenting it in a more engaging way: Snapshot Best Practices:
Sidebar Best Practices:
Page Zero Results Page Zero results display as the user is typing a query to help searchers discover things more quickly. Currently, the feature seems to be geared towards factual-based queries like celebrity names, places and things, as well as big online destinations like Amazon. Thus, it shouldn’t impact search traffic for most brands at this time. However, in the future, Page Zero could become an interesting place for sponsored ads. Pole Position Another new feature, Bing will now display a prominent top organic results when it has high confidence in user intent (much like Google currently does). Pole Position results may show on queries like celebrity images and weather. Although only showing on a small number of queries, Pole Position pushes down the traditional organic results and may perhaps result in reduced traffic for sites like Weather.com, as seen below: For more information on Bing’s update, see Welcome to the New Bing.